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The Digital Skeptic: Google Can Even Fail Seeking Its Own Content

NEW YORK (
TheStreet) -- Joel Barish thought he was getting the email all entrepreneurs dream of.

"I opened my inbox and there's a note from
Google(GOOG - Get Report)," Barish told me over the phone. "But it was not about an email account. It was about buying my library of content."

Barish is founder and owner of
DeafNation, an Austin, Texas-based video, news, social networking and special events service for the deaf and hard-of-hearing community. It's a business that clearly should interest Google. The three-person firm hosts roughly 10 to 15 events per year in cities across America that some 800,000 people have attended since 2003. The company's
Facebook(FB) page has roughly 50,000 fans. Its
Twitter account has about 15,000 followers. And Deafnation.com fetches roughly 2 million views per month, mostly from several hundred three- to 10-minute videos Barish self-produces about remarkable people from around the world who happen to use sign language.

"We focus on uplifting stories my friends want to see," he said.

Getting paid to listen to what his audience wantsBarish makes money the old-fashioned way: National advertisers such as
Sprint(S) pay around $5,000 for live event sponsorships. He says he gets $2,000 a month for the banner ads on his site.

"I do the deals myself, in fact. I just call the companies up and sell them," he said.

When Google representatives began emailing him last year, he initially figured he'd hit Web gold. Like other content producers, he had gotten wind about Google's plans for forging relationships with producers such as Barish, especially to get those videos of his onto YouTube.

Robert Kyncl, the company's vice president for content partnerships, talked this year about initiatives in which Google would put real skin in the content game.

"We're putting money at risk to catalyze the creative community," he told Peter Kafka at the
All Things Digital blog last month.

Chris Dale, senior manager of corporate communications at Google, explained to me how Google plays the content game. There are two types of deals: the traditional by-click relationships, used by the vast majority of creators, in which Google retains something like half the take; and the new plan, in which Google coughs up what amounts to cash advances to content producers -- who then earn back the spend as content draws more traffic.